Marketing means a lot of different things, depending on who you’re talking to. Some people think it should generate sales — and that’s the main reason there are so many telemarketers out there. Other people think it should turn their workhorse brand into a thoroughbred. But, in the end, most everyone agrees that marketing should be lead generation marketing.
The problem is that, all too often, many a business’ marketing strategy isn’t centered around generating more leads, getting prospects to ask for more information. This essentially describes lead generation marketing, and it’s an amazing way to broaden your company’s reach.
So, what exactly is lead generation marketing?
In short, it’s what every marketing strategy should be centered around. Your campaign should be focused on generating awareness with complete strangers (ie cold leads) that could benefit from your business.
To generate these leads, businesses have to be creative about finding unique ways to attract people to learn more about their offerings. One of the ones we advocate for on the daily is blogging.
One of the best ways is to give them something in return for their email address or other personal information. Lead generation helps acquaint people to your business so that they will think of you down the road when you’re ready to make a purchase.
It all starts with content.
Creating compelling, interesting, or highly informative content is a must for lead generation. You need content that people crave to be a lead magnet. Some of the best types of content for lead generation include:
- Training materials
- Resource guides
Lead generation content must be well written and highly valuable to the users.
Then, you capture the leads.
When your content is fine tuned, you can use it to capture leads. Companies use some type of call to action to gather information about potential leads. For example, let someone download your ebook for free in exchange for their email address. Just be sure that users are opting in to receive the content and that you deliver what you promise.
Once you have the email address of someone who’s expressed interest in what you’re selling, you can target them with other useful content. You’ll also be able to track these people to see if they eventually become customers.
Lead generation should be a part of every business’ marketing strategy these days. Talk to us about our lead generation package.